This is fun.

Brand is basically a promise or understanding that exists between a company and customers regarding the reason for the company’s existence. BMW exists to create great driving experiences, IKEA exists to provide affordable and stylish interiors, etc. Brand may not be something that everyone can articulate, but in the case of every successful brand we know it when we see it because it exists in every activity of the company from what it makes to how it communicates. Organizations with great brands can weather economic change better than those with shifting brands.

Contemporary communication has created the era of the personal brand. There is enough information out there about each and every one of us that if we participate in a market then we are all, to some degree, brands. Taking control of your brand means understanding the kind of information that is out there, the kind of people that are looking for that information, and what you want them to know about you.

The Internet has brought us immediate access to information, so the only real way to control your brand is to actually be it – if you want to be perceived as a great designer who gets work done on time, then you have to be a great designer who gets work done on time.

I’m exactly the kind of professional that Apple says that Final Cut X was made for. Like me, Final Cut is all digital – it’s meant for big images, shot on nice digital cameras. I haven’t had a ton of time to play with FCPX, and I certainly wouldn’t buy it myself, but thankfully I got to spend some time evaluating it on a friend’s laptop. Read on for my impressions….. Read More…